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Communication in The Digital Age

Obama successfully utilized social media in his presidential campaign by empowering supporters to spread his message through their own social networks. Some key lessons from his approach include laddering support through different levels of engagement, empowering influential users, providing content for supporters to share, maintaining a presence on popular platforms, using familiar tools, ensuring content is easy to find, mobilizing supporters through mobile devices, analyzing user data to improve engagement, building the operation to large scale, and choosing the right team.

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Andre Ferraz
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206 views18 pages

Communication in The Digital Age

Obama successfully utilized social media in his presidential campaign by empowering supporters to spread his message through their own social networks. Some key lessons from his approach include laddering support through different levels of engagement, empowering influential users, providing content for supporters to share, maintaining a presence on popular platforms, using familiar tools, ensuring content is easy to find, mobilizing supporters through mobile devices, analyzing user data to improve engagement, building the operation to large scale, and choosing the right team.

Uploaded by

Andre Ferraz
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Communication in the digital age

Its all about socialising, sharing and creating


Lessons from Obamas Social Media Campaign
Marco Derksen november 2009

Obama is already converting the Presidents bully pulpit into a social pulpit, delivering a message that is designed to be taken up and spread by others, others with the tools and techniques learned during his campaign. Instead of relying on the traditional one-way, top-down approach to communications, the incoming administration is harnessing the power of public engagement to influence the conversation across various spheres of cross-influence

Lessons from Obamas Social Media Campaign


By the numbers

Lessons from Obamas Social Media Campaign


1. Laddering support through tiers of engagement

Lessons from Obamas Social Media Campaign


1. Laddering support through tiers of engagement

Lessons from Obamas Social Media Campaign


2. Empowering super users

Lessons from Obamas Social Media Campaign


3. Providing source materials for user-generated content

Lessons from Obamas Social Media Campaign


4. Going where the people are

Lessons from Obamas Social Media Campaign


4. Going where the people are

Facebook (official) 1 110 1,110


Glee 2 Twitter 46 Mi Gente 54

Facebook (1M Strong) 587

MyBarackObama 930 Black Planet 490 M S MySpace 415

You Tube 62

75% of the community y exists out there

Lessons from Obamas Social Media Campaign


5. Using tools people are familiar with

Lessons from Obamas Social Media Campaign


6. Ensuring that people can find your content

Lessons from Obamas Social Media Campaign


7. Mobilizing supporters through mobile devices

Lessons from Obamas Social Media Campaign


8. Harnessing analytics to improve engagement activities

Lessons from Obamas Social Media Campaign


9. Building the online operation to scale

Lessons from Obamas Social Media Campaign


10. Choosing the right team

3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online

Lessons from Obamas Social Media Campaign


Credits

http://www.slideshare.net/saydowin/obama-social p y http://www.slideshare.net/socialmedia8/case-studythe-barack-obama-strategy http://www.slideshare.net/montelutz/social-pulpitbarack-obamas-social-media-toolkit http://www.csnblog.nl/de http://www csnblog nl/de-waarde-van-obamas-socialwaarde van obamas social media-strategie-voor-nederlandse-politici/ http://www.sg.uu.nl/prog/2009b/plug_in.html
Thanks to Igor Beuker, Paul van Veenendaal, Karlijn van den Berg, Thijs Sprangers David Nieborg Sprangers, Nieborg, Monte Lutz, Lutz Adam Cahill

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